- Challenge for OEMs to Create Mainstream Fame for More than 150 Micro-mobility Solutions Targeted by 2020

LONDON, July 17, 2012 /PRNewswire/ -- More than 150 models will be launched by over 25 key global mainstream automakers in the global micro-mobility market by 2020. Global automakers, including 18 passenger car OEMs, are targeting micro-mobility solutions to provide first/last mile connectivity as well as city driving.

New analysis from Frost & Sullivan (http://www.automotive.frost.com), Strategic Analysis and Benchmarking of Global OEMs Micro-Mobility Solutions, finds that strong participation by global mainstream OEMs will give a lift to the genre of micro-mobility; at least 60 models are projected to enter production before 2018.

"Growing urbanisation and changing mobility trends have triggered interest not just in fuel-efficient vehicles, but also in an entirely new genre – micro-mobility," notes Frost & Sullivan Industry Analyst Vishwas Shankar. "Various markets – China, Europe, India and even North America – are offering manufacturing subsidies as well as incentives to drive the sales of micro-mobility solutions, even as OEMs are set to target at least one launch every quarter."

Globally, passenger car ownership appears to be declining among Gen-Y users. In addition to conventional looking, alternate-fuel driven cars, many new models are aimed at encouraging the use of personal mobility models like Volkswagen's Bik.e, Renault's Twizy, Honda's EV-Neo and General Motors's' EN-V. These models are expected to grow alongside neighbourhood electric vehicles (NEVs), medium-speed vehicles, quadricycles, sub-A vehicles and even kei-cars.

High initial prices and lack of consumer awareness are two major issues that could threaten growth. As many of the models in the micro-mobility segment are electric, slow growth in electric vehicle infrastructure could also hurt future micro-mobility sales. Also, any change in government focus to increase spending on public transportation over individual cars/personal mobility models could restrain revenue prospects of the micro-mobility market.

"With consumers likely to have at least 50 models to choose from by 2015, the challenge is not in creating micro-mobility models, but in creating mass awareness about them. Participants like Segway have been operating in this market for over a decade and now understand the importance of creating mass market awareness via various marketing campaigns," explains Shankar. "Even global passenger car OEMs have understood the importance of auto shows, World Expo exhibitions, emerging eco-cities like Tianjin in China, public-private partnership vehicle trial forums (such as micro-mobility models alongside sub-A vehicles in Europe), major events like the upcoming 2012 London Olympics and even bigger neighbourhoods and industrial sites in North America, to spread awareness about micro-mobility solutions."

Passenger car OEMs are investing heavily in understanding the voice of the consumer so as to design the right products with the right perspective.

"As this begins to happen, newer business models are expected to emerge," states Shankar. "Several passenger car OEMs have even started offering mobility services under their ownership and even through third-party agencies. The world will now witness a new DNA of automakers - not just car producers but mobility providers."

Manufacturers, including key global OEMs are expected to introduce micro-mobility models in various shapes, sizes, with different types of wheels, as open/closed tops, thereby offering a range of options. While some models will target conventional passenger car users, others will cater to conventional motorcycle/scooter users and still others to end users who walk the first/last mile.

"There is also the potential for mass produced vehicles (micro-mobility models) to be integrated within vehicles (microcars) in the near future," concludes Shankar. "The best example of that is Volkswagen which aims to sell bik.e with every car sold in the future, replacing the spare wheel/tyres. In this way, it can provide first/last mile connectivity with its own vehicles like bik.e."

If you are interested in more information on Frost & Sullivan's latest study Strategic Analysis and Benchmarking of Global OEMs Micro-Mobility Solutions, please send an e-mail with your contact details to Katja Feick, Corporate Communications, at katja.feick@frost.com.

Strategic Analysis and Benchmarking of Global OEMs Micro-Mobility Solutions (M7FB) is part of the Automotive & Transportation Growth Partnership Service programme, which also includes research in the following markets: Strategic Analysis of the European Microcars Market, Strategic Overview of the North American Microelectric Vehicles Market and Sustainable and Innovative Personal Transport Solutions - Strategic Analysis of Carsharing Market in Europe. All research included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.

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SOURCE Frost & Sullivan